In a climate where print media is on the decline, one publisher in the UK isn’t holding back in an effort to try and change the industry’s narrative.
Sophia Neophitou-Apostolou, a London-based editor, stylist and entrepreneur has launched 10+, a supersized, deconstructed magazine, breaking down all stereotypes of a typical printed mag.
For one, 10+ weighs a few pounds, costs £50, and even comes in its own box modeled on the old yellow ones from Kodak. With multiple parts, including a stack of giant fold-out posters, Neophitou-Apostolou, who is editor-in-chief, refers to it as a “book-a-zine.”
For Neophitou-Apostolou, 10+ aims to defy the speed and superficiality of social media, challenge consumers’ ever-shortening attention spans and urges them to slow down.
“It’s a bit like listening to vinyl. It’s a different experience, a tangible experience,” she said.
“There is no binding, it’s antiflick. It can’t be replicated online, and it’s not disposable. Consuming it is meant to be a very physical experience.”
Advertisers, including Prada, Gucci, Chanel, Max Mara, Dsquared2, Calvin Klein, and Tag Heuer, have embraced the project with great enthusiasm.
Neophitou-Apostolou said for this first issue, 20 per cent of revenue came from display ads, with the remaining 80 generated from brand collaborations inside the magazine.
The editor said she’ll continue to publish the biannual 10 Magazine, which launched in 2001, and use 10+ to amplify great photography and the grandeur of the pre-collection shows.
“The pre-collections are the ultimate luxury. I wanted to harness them and have others share in this experience. You come away from these shows enriched, and with so many memories,” Neophitou-Apostolou said.
10+ will come out twice a year with separate men’s and women’s editions. Their release will be timed just as those pre-collections start hitting the shop floor.
The first issue launched November 20, at nearly 100 stores and venues.
Image source: @10magazine
